Interactive Advertising Bureau (IAB) recently voiced its objection against the FTC's guidelines for sponsored blogging, terming them potentially unconstitutional. Specifically, the IAB's President and CEO, Randall Rothenberg, criticized the FTC's distinction between offline and online media. His argument is that such differentiation could be "constitutionally dubious."
In his letter to FTC Chairman Jon Leibowitz, Rothenberg stated that these guidelines seem to curtail the freedom of the online medium more than any other media. Highlighting the discrepancy, he pointed out how similar practices have enjoyed First Amendment protections in traditional media, yet face more restrictions online.
Meanwhile, Leggio provided a fresh perspective, emphasizing the difference between popular social media personalities and traditional celebrities. She raised a pertinent question about the goals of sponsored blogging: "Do you want a spokesmodel or a thought leader?"
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